In order to make up for lost revenue due to the COVID-19 pandemic, it is important to drive occupancy through strategic marketing efforts.

To make these efforts a success, it is essential to approach your guests with targeted and appealing offers. But how can you ensure that you are targeting guests with the most relevant offers? The answer lies within customer segmentation.

The most important factor that comes into play when implementing customer segmentation is the data you have about your guests. Through CRM, you should know their past behavior and be able to find out how often they stayed at any of your properties, how much money they spent, what packages they booked, etc.

In addition to these historical values, it is indispensable to know your guests’ real-time interests and preferences in order to achieve the greatest possible success of your marketing efforts.

Since COVID-19 is keeping many people from traveling, another aspect you would need to consider when defining your segments is guests’ location. Focus on your key markets where travel bans have been lifted and invite your best customers to book again with highly personalized communication based on preferences, interest, behavior, etc.

Click here to download the whitepaper and learn more about customer segmentation, real-time data, and how NextGuest can help.